But there is hope! And here is why…
February is an action-packed month of Black History and the Super Bowl. As separate occasions they both have their unique intentions, feelings, and memories. For me, what they collectively revealed is that most advertisers see equity as merely the inclusion of Black people within their advertising. Equity in advertising is so much more than presence, and it begs the question What can advertisers do to get it right? And what does equity in advertising authentically look and feel like?
Here is my take. I will forever have mixed feelings about Black History Month.
Society has changed and carved out a period to celebrate Black History. I appreciate the attention that is given to Black owned businesses, movies, curators of content and stores. I am also excited to attend a Mixology event where participants will receive a cocktail kit and will learn how to make Black History Month cocktails, while learning about the real stories and history that inspired each drink. I am in awe of the thoughtfulness behind the event and hope for more activities where learning is encapsulated in an enjoyable experience.
As such, my head and heart are very connected to being a Black Canadian during this month.
As a family, we chose to embrace the occasion; my husband and I watched Three little birds, a story of Jamaicans immigrating to England to start, what they perceived to be, a better life. It remined me of my grandmother and the struggles she likely endured as she acculturated to British life. We also watched Disney’s Wish with our son. I hope he was able to identify with Asha the lead character. Her skin tone and her braided hair identical to his Mama’s. Did he see me in her? I hope so!
Then I realize that it all abruptly stops in 28 days: sigh. But some say not?
“Black History Month is a celebration that goes beyond the margins of a single month.”
Canadian Human Rights Commission
Really? I am not sure that this is how most of society really thinks, thus I am now challenging my positive reasoning of Black History Month and wondering if we are orchestrating a point in time that is potentially unwelcomed. Staged. Forced and quickly forgotten like Santa Claus on Boxing Day.
But there is hope, in the same month that is pegged to inform, educate, and celebrate Black history, we have the hero of the month, the Superbowl; approx. 123 million viewers in 2024. Wow! I’m comforted in my belief that American football is a sport which has come to accept the talent that Black athletes bring to the game. My heart is warmed by Black artists such as Usher who had a platform to shine at the event with a spectacular show that left many wanting more as they relived their youthful memories. The performance was the epitome of unity and a celebration of Black excellence.
Then the researcher and critic in me was all over the ads.
I was fully aware of who was advertising this year as now it is no longer a surprise as advertisers seek to share the ads online before the big day. I wanted to have a true ad experience, so I avoided multi-tasking during the commercial breaks, and I sat back and watched.
Personally, I believe there was a lot of celebrity overload and many of the stories/humour was lost on me, but I guess that is the point of Super Bowl ads, to create as much visibility as possible, by any means necessary. But was there equity within the advertising?
In this instance, inclusivity of Black people in advertising has changed for the better and there was certainly representation. Google featured a bi-racial couple, E-trade had a Black and White baby playing tennis and many other ads had representation within the stories. But only one really stood out to me as being truly authentic; NFL ‘Born to play’.
The NFL ‘Born to Play’ creative begins in the bedroom of a young Ghanaian boy, who dreams of playing football and stays up late to watch Super Bowl LVIII.
This captivating story educates us on the NFL’s International Pathway Program, which launched in 2017 to recruit athletes from across the globe. According to the NFL, there are currently 127 players in the league from the program making it a real and relevant story to onlookers*. It is claimed that the NFL wanted an ad that would exemplify unity, believing that it is something the USA needs at the present time. And in my books, they nailed it, and I am not the only one who agrees:
“At the end of the day, many in the Black community and the broader African diaspora see themselves on TV playing the sport. But they don’t necessarily see their story told through the advertising.”*
Damaune Journey, global chief growth officer at 72andSunny.
Every Black person’s journey is unique. We have different starting points, some first and second generations whose parents/grandparents travelled to North America and other countries to seek refuge. Others have Black ancestry that dates back decades within the United States. But as a united group what we seek is the truth of our stories to be told authentically in advertising, especially if advertisers choose to air an ad during a month where Black people are supposed to be seen, celebrated, and understood. Yet what we were exposed to, for the most part is equality; we were present in the advertising, so all is good right?
I don’t think so. I believe that there is more that can be done to achieve equity in advertising and not just during the month of February.
In summary, equity is not about giving everybody a role; it’s about taking the time to understand who needs to see what in advertising, and why? Research into what the Black Community wants is few and far between, trust me, very few brands want to pay to learn about us, yet we are and remain a significant contributor to their sales. The solve is not a simple formula that can be brainstormed in a meeting, we are more nuanced as a group and to be honest deserve more. As recently quoted by Kerry Washington ‘Equity requires presence and awareness.’ How aware and present is your organization about the needs and wants of the Black Community in advertising?
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*Source: Fastcompany.com. Marketing innovation.02-19-2024.